Want to learn the ideas in Cashvertising better than ever? Read the world’s #1 book summary of Cashvertising by Drew Eric Whiteman here.
Read a brief 1-Page Summary or watch video summaries curated by our expert team. Note: this book guide is not affiliated with or endorsed by the publisher or author, and we always encourage you to purchase and read the full book.
Video Summaries of Cashvertising
We’ve scoured the Internet for the very best videos on Cashvertising, from high-quality videos summaries to interviews or commentary by Drew Eric Whiteman.
1-Page Summary of Cashvertising
Overview
Some people are so excited to read an article in a magazine that they ignore everything else. However, while looking for the article, they get distracted by an ad and it completely draws their attention away from what they were doing. Copywriters want to write ads like that but few do. So what’s the secret of those copywriters?
The good news is that you don’t need amazing creativity or great writing skills to produce effective ads. Instead, there are a few simple things everyone can learn and apply in their own businesses for maximum results. For instance, the following steps will show how easy it is t0 write an irresistible headline in just three steps, as well as where to place your ad for best effect.
The most important thing to know is what actually drives people to buy. So, the psychology behind highly successful ads focuses on why fear is a good friend of every copywriter; why long copies won’t scare away clients; and how to sell a mouse smoothie.
Big Idea #1: The key to great advertising is to appeal to your customers’ core desires.
Imagine that someone invented a smoothie for cats, and you’re the person who gets to write an ad for it. How will you convince millions of cat owners to buy this product?
The secret to success is setting off the right triggers. What are they?
People have eight needs that marketers should be aware of. These needs, called the Life-Force 8 (LF8), helped people survive in the past and are still important today. The first three needs help us stay alive. We need to eat food and drink water, as well as feel safe from pain or injury. Naturally we also want sexual companionship and comfortable living conditions. Finally, we’re social beings who desire to protect our loved ones, long for approval from others, and work hard at what we do.
Marketers are able to harness the eight basic desires of consumers. They do this by tapping into these innate human needs and turning them into sales. These desires are more powerful than all other wants combined, according to consumer researchers.
Desire is a feeling that leads to action. For example, if you’re hungry, your desire for food will drive you to get some food. If you haven’t eaten in a while and are really hungry, then the tension of hunger will make you want to eat something. Tension + Desire = Action
Marketers can use the L8 to their advantage by appealing to it in a clever way. For example, they can tell cat owners that a smoothie will protect their cats from going blind by telling them about the high levels of taurine (a substance which cats need but cannot produce themselves).
Now that you know how these triggers work, I’ll reveal the ways marketers use them to sell their products.
Big Idea #2: Fear-inducing ads have four simple ingredients.
A fact that many people don’t know is that no matter how often you wash your sheets, they’re still the perfect breeding ground for dust mites. Dust mites lay their eggs in pillows and mattresses, which are then ingested by humans who sleep on them every night. Dust mites crawl over human skin while they sleep, nibbling at skin flakes and possibly crawling up a person’s nose to induce an allergic reaction.
Isn’t it scary? It’s gross, too. The best kind of fear is the kind that really scares people to death. For example, by describing the dangers and habits of mites in lurid detail, you’ve successfully horrified your listeners so they’d do just about anything to stave off these microscopic monsters.
However, you don’t want to create too much fear because that can lead to inaction. People will be paralyzed by the fear of failure and won’t take action.
